Over the years the dynamics of relationship between patients and healthcare providers have evolved into customers and healthcare businesses type. Rising cost of healthcare, multiple providers, privatization and technology are some important reasons for this transformation. Brad Dodge, President of Dodge Communications, and Andrew Pelosi, President of Partners & Simons, provide in detail what the patients as consumers of healthcare services expect from providers and how healthcare businesses can develop robust customer oriented strategies and fulfil the role of trusted partner in providing care services. They explain, 'Healthcare consumers have come to the realization that they have options. They don't have to settle for poor service, long wait times, limited hours, or confusing bills. Customer loyalty has to be earned - as in any other business. And consumers make it perfectly clear that if a provider can't deliver a better and more personalized experience, then they will switch to one that can. Moreover, the shift in mentality demands that providers be transparent and personal as much as possible. And from generation to generation, consumers are demanding clear communication and a trusted connection with their providers.' According to the Solutionreach Patient-Provider Relationship Study, 'The Ripple Effect Starts with Boomers', 43% of millennials are likely to switch practices in the next few years, 44% of Generation X are likely to switch primary care physicians in the three years and 20% of Baby Boomers are likely to switch in the next three years. Also, 70% of patients desire the ability to text the doctor's office, and 70% would like to receive text messages from their doctor, especially about appointments. Healthcare providers have to keep in mind expectations of these consumers and provide them personalized experience if they want long-term continuous relationships. Authors suggest - (1) Communication Drives Experience: 'The essence of creating a positive experience is making customers feel that they are heard and important — before, during, and after a transaction. Consistent, relevant communication between your company and customers is the answer to optimize that experience and engender trust. Honest communication with an emphasis on personalization builds the trust that all companies need to grow in this new information-driven, engagement economy.' (2) Entering the Engagement Economy: 'Consumers are demanding a more personalized relationship that requires a depth of knowledge of their wants, needs, and buying behaviors - and, ultimately, the best ways to engage them. Brands that succeed are the ones that manage engagement across the entire customer lifecycle. In most instances, the lifecycle and trust-building process starts very early in the customer's buying decision, even before they are considering a purchase.' (3) Who Are You Talking To: 'Creating a positive customer experience requires knowing your audience, engaging interpersonally, and meeting their needs. Answering those questions helps you develop an understanding that will be reflected in how you communicate with them across all channels, as well as what content you deliver. Also, organizations must be clear and concise; they must also offer up a valuable story; and they must be prepared to tweak that story as the marketplace changes.' (4) Focus on Delighting Customers: 'Focusing on ways to delight customers will go a long way in nurturing engagement and trust in your brand. Again, communicating and delivering valuable information to potential and existing customers can please them, especially when that information demonstrates an understanding of their pain points and goals.' (5) Harnessing Engagement: In an environment where trust is in short supply and customer engagement is spread across a broad digital ecosystem, companies must focus on their customers and on nurturing relationships through effective, relevant communication. Focusing on customer experience, needs, and preferences will not only enable brands to differentiate their products and services in a competitive market but also build the trust that results in loyalty.' Read on...

Social enterprises are businesses driven by the purpose to do social good and work for the uplifment and betterment of society. Business corporations too are creating similar impact through their corporate social responsibility (CSR) initiatives and often partner with social enterprises. The concept of doing good while making money is becoming mainstream. According to a survey by Rappler, '90% of millennials today value purpose as highly as salary and career progression in choosing their place of work. They prioritize impactful businesses that are sustainable and responsible in conducting their operations.' Thomas Graham, founder of MAD (Make A Difference) Travel and author of 'The Genius of the Poor', explains how a community of social entrepreneurs, 'Gawad Kalinga (GK) Enchanted Farm' in Bulacan (Near Manila, Philippines), is making a difference in the local community and market, what for-profit businesses can learn from their way of working, and provides an example of a growing social enterprise that is part of the system. Even Jean-Philippe Courtois, President of Microsoft International, visited the GK Enchanted Farm, a 42-hectare farm-village-university, not only to give back but also to meet the entrepreneurs there and learn more about how their values-driven approach has been able to make an impression in the market. Mr. Graham says, 'The greater goal of the farm, however, is not to convince everyone to become a social entrepreneur, but to demonstrate that doing business in the spirit of 'walang iwanan' (no one gets left behind) can be beneficial to everyone, no matter how big or small a business is.' Explaining the working model of a social enterprise in the GK farm, 'Plush and Play' (founded by a Frenchman Fabien Courteille), Mr. Graham says, 'Instead of conducting a more conventional business approach, which might involve extensive market research and a strict business model, followed by the importing of skills from elsewhere, Courteille instead spent his time living in the GK village, discovering the aspirations and talents of the community - in this case, sewing - and building a business plan out through unleashing the potential he saw before him.' Mr. Courteille comments, 'I did not choose an industry, but a beneficiary.' There are lessons that are to be learned from the working and progress of social enterprises. Mr. Graham says, 'Of course, 'Plush and Play' still has a long way to go before its volume of sales can compete with other mainstream brands in the Philippines, but there are lessons we can take from Courteille progress thus far. As consumers become increasingly patriotic and socially/environmentally conscious, having a great and authentic story to tell can set you apart, even in the most congested of markets. In this sense, doing good really does make good business sense.' He further explains, 'There are over 40 different social enterprises all at varying stages of growth and development, but what is to learn from them is valuable to any business: hard work, resilience, ingenuity, creativity, innovation, sustainability and taking care of one's employees and environment.' Read on...

To interact with customers, keep them connected and build long-term beneficial relationships is the goal of every business. But, achieving it is a challenge and takes a lot of planning and work. According to Cody Burch, founder of Red Anchor Marketing, far too many business owners are limiting themselves to one offering, and missing the bigger picture of what they can do to serve their target audiences. He suggests that businesses should focus on customer experience and offer them multiple products and services to choose from. Mr. Burch provides five steps to establish a complete customer journey - (1) Start with the ideal/ultimate solution that can be provided to people and gives best result. Find the price for this offering and set it as the benchmark. (2) Take a step down from the ideal and design an offering. Repeat the steps until you have an array of offerings from low-cost/low-touch to concierge-level service. Mr. Burch stresses that businesses need a variety of solutions at various price points. (3) Be clear on the transformation you provide. Make sure that the solution you offer is presented in a way your market intuitively understands and values. (4) Cross-sell (products related to and that will enhance your current offering) and upsell (an upgraded offering). Even after the first sale, continue to cross-promote your products and services. (5) Think about your customer experience as a competitive advantage. Mr. Burch says, 'No matter how big or small your business is, you can create a memorable customer journey, one that serves your market, highlights your brand, and makes it stand out from the competition.' Read on...

Design conscious renters and buyers seek well designed interiors when searching for living spaces, in addition to location, price and amenities. Mary Cook, founder and principal at Mary Cook Associates (MCA), explains the fundamentals of design that should be kept in mind for successful interiors. Moreover, answering the following questions focused on the end user is key to achieve best results - who is my client, where do they live and what does that mean to how they live? Design basics she suggests are - (1) Scale and Proportion: Balancing the scale and proportion of the elements of the interior (like furniture etc) with the overall space is key to achieving comfort. Also keep in mind the target market and adjust the elements accordingly. (2) Function and Livability: Effective design is achieved by understanding the various functions that take place in the living space. Also understand the requirements of those who are expected to occupy it. Designers should consider how the target market will experience and utilize the various spaces within the unit before implementation of their ideas. (3) Lighting: Lighting design is essential and proper balance need to be achieved. It is one of the often overlooked element of interior design. Comprehensive lighting plans that fulfil the needs of those who will occupy the space makes it attractive. Layered lighting is the key to achieving optimal illimination. A combination of natural lighting, foundational lighting and task-centered lighting brings the necessary balance and efficiency. Read on...

Handling failures effectively is an important aspect of learning from the process of doing. When it comes to social entrepreneurship, understanding the dynamics of failure may be more complex then for-profit entrepreneruship. While pursuing social goals for the betterment of the world, it might be harder to reconcile and recuperate when one fails. Keep the following things in mind when one recovers from failure in the social sector - (1) You raised awareness: Understand the value of spreading a good idea and message. It can be a satisfaction in itself. (2) You learned what not to do: Lessons learned from the failed project can lay the foundation for success in future projects. (3) Your leadership will be refined: Leading a social impact organization is very challenging. Skills get honed and further developed during the process. Failure can bring humility, ownership, accountability and resiliency - the traits of an influential leader that can embark on the tough journey of bringing social change and serving others. Read on...